If you’ve tried to build a PC or upgrade your setup in the last few weeks, you likely felt a sting when checking your shopping cart. What used to be a “budget-friendly” component, RAM (Random Access Memory), has become the new digital gold of 2026.
The culprit? The insatiable thirst of Artificial Intelligence data centers, which are currently consuming up to 70% of all global DRAM production.
A Global Reality Check: BRL (R$) vs. EUR (€)
The price surge doesn’t discriminate by currency, but the impact on purchasing power is staggering. Current data shows that DDR5 kits have quadrupled in price in less than six months. Here is the average comparison for a 32GB (2x16GB) DDR5-6000 kit:
| Currency | Sept 2025 | Jan 2026 | Increase |
| Brazilian Real (R$) | R$ 850.00 | R$ 3,400.00+ | ~300% |
| Euro (€) | € 120.00 | € 500.00+ | ~315% |
While the price in Europe is already shocking (equivalent to a next-gen console), in Brazil, the cost now exceeds the total price of many entry-level gaming PCs, turning the dream of an “ideal setup” into a luxury nightmare.
ASUS: The “Savior” Going Against the NVIDIA Tide?
While NVIDIA and other tech titans have declared an “All-in AI” strategy—focusing nearly 100% of their chip allocation toward servers and Large Language Models (LLMs)—an unexpected movement is rising from Taiwan that could be the saving grace for everyday users.
ASUS is emerging as the great dissident of the year. Insider reports and market shifts indicate that the giant plans to:
- In-House RAM Production: To escape dependency on manufacturers who prioritize AI (like Samsung and SK Hynix), ASUS is exploring its own assembly lines to ensure stock for its laptops and motherboards.
- GPUs for “People,” Not Machines: Unlike NVIDIA, which reportedly slashed GeForce production by up to 40% to prioritize H100/Blackwell AI chips, ASUS is expanding its capacity for GPUs strictly focused on Gamers and Content Creators.
Capitalizing on the Forgotten Niche
The strategy is clear: while NVIDIA chases the astronomical profits of the corporate enterprise market, ASUS aims to embrace the millions of users who feel abandoned by the AI-driven price hikes. It’s a masterstroke to build brand loyalty with a global community that is tired of being second-best to a server rack.
“If everyone is looking at the clouds (AI), ASUS has decided to keep its feet on the ground (users).”
What Should You Do Now?
If you can’t wait for ASUS’s production to reach its peak, the “pro tip” for 2026 is a strategic retreat: the triumphant return of DDR4. ASUS has notably increased production of previous-generation motherboards, allowing gamers to keep playing without having to sell a kidney for DDR5 sticks.
Bottom Line: We are witnessing a historic tug-of-war. On one side, the relentless progress of AI; on the other, the survival of the PC Gamer. ASUS seems to have picked a side. What about you? Will you wait for prices to drop, or will you bet on the new wave of human-focused hardware?
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